.jpg)
Sushilkumar Agrawal, CEO of Ultra Media & Entertainment Group, provided valuable insights into the growing landscape of OTT platforms, particularly focusing on Ultra Play, a Hindi-only OTT service launched in the third quarter of 2024. According to Agrawal, "Ultra Play witnessed several key trends that have shaped its early success." He explained that the platform primarily targeted Tier 2 and Tier 3 audiences, offering a curated catalog of content with affordable pricing models. "To drive adoption, we introduced pocket-friendly subscription plans, such as a quarterly plan for users to sample content and an annual plan for those seeking a cost-effective long-term option," he said.
The results have been promising, with Agrawal noting strong user engagement. "We observed strong traction, with users engaging enthusiastically with both new releases and catalog content—a trend we expect to continue into 2025," he explained.
On the advertising and marketing front, Agrawal highlighted a shift in strategy among advertisers. "Advertisers are increasingly leveraging regional targeting and performance-driven ads alongside national-level campaigns to maximise ROI," he said. "This shift highlights the growing importance of localized strategies to connect with regional language-speaking audiences."
Looking ahead to 2025, Agrawal anticipates further evolution in the OTT market. "AI-driven ad personalisation will enable highly targeted campaigns, enhancing viewer engagement and retention," he explained. Additionally, he noted the potential of freemium models: "Freemium models are expected to attract a broader advertiser base by combining ad-supported content with premium offerings."
The rise of Connected TV (CTV) is also set to play a major role in expanding the OTT market. Agrawal said, "The rising penetration of Connected TV (CTV) in smaller cities will open new opportunities for brand visibility." He also highlighted branded content integrations as a growing trend: "Branded content integrations will emerge as a key driver for advertiser partnerships."
As Agrawal looks towards 2025, the future of Ultra Play, along with the OTT landscape, seems poised for further innovation and growth, driven by AI, regional targeting, and the increasing reach of Connected TV.
